Growing a Niche Market: A Targeted Marketing Plan for Colorado Homestead Ranches

Dawn Thilmany, Wendy Umberger and Joshua Wilson

Review of Agricultural Economics, 2009, vol. 31, issue 4, 984-998

Abstract: Colorado Homestead Ranches is one of a number of emerging value-added agricultural enterprises exploring the use of direct marketing to improve profitability and manage the risk inherent in commodity markets. This case study presents the market analysis and marketing channel information they used in developing a strategic marketing plan that includes a focus on consumer interest in production practices, willingness to pay for differentiated beef products and food purchase behavior as they explore further expansion of their business. Students are encouraged to consider targeted marketing strategies and the advantages and disadvantages of various marketing channels available to value-added producers.

Date: 2009
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